Vol. 25 No.2 | pp.1-11.

Analysis of Target Marketing Strategies to the Generation Z for Wellness Products' Entry into Amazon Platform

Abstract This study aims to establish an effective marketing strategy in the wellness food market based on the digital personas of Gen Z consumers. Gen Z explores products and makes purchasing decisions through social media and e-commerce platforms, valuing not only product quality but also brand identity and values. Using the case of BioCGJ’s wellness product launch on Amazon, the study applies a four-stage marketing funnel: Awareness, Consideration, Conversion, and Loyalty. Through data analysis, three digital personas were identified: ‘Health-Conscious Consumers,’ ‘Eco-Conscious Advocates,’ and ‘Trend-Seeking College Students.’ Tailored marketing strategies wer...
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